COTTON OR NOTHING - Clothing manufacturers were using lower cost fabric alternatives like polyester-cotton blends to make their apparel. Cotton Inc. wanted to convince these manufacturers to go back to using higher-priced quality cotton fabric. We thought one way was to first convince their consumers and educate them on fabric fails—the awful effects of using polyester blends such as pilling and nasty odors after washing.
We decided to stage a stylish mannequin revolt at an area where manufacturers would hear us the most—Fashion Week at the Meatpacking District in New York City. We called the protest, Cotton or Nothing. Mannequins are usually the first to try on these non-cotton fabrics, so what if we gave them a voice. No one, not even inanimate objects, should have to settle for itchy, smelly fabrics.
We needed to create a movement beyond the one-time revolt, so we created a digital and social extension that allowed users to, join the movement, if they couldn't be present during Fashion Week. The site allowed for facial capture and code that placed protest signs into the photo. Your photo could then be shared or added into a long format stop-motion film. We even had a Twitter feed using Mannequin #9. She tweeted pre-launch, launch and post-launch. The campaign gained traction and press attention. Surprisingly and thankfully, no one took their clothes off.
This integrated campaign consisted of an experiential installation stunt, print, digital, social and a time-lapse film.
Production credit: Nexus Interactive Arts Studios